Question 1

In a personal interview situation,when the interviewer says: "Tell me more about that," what type of comment is this?

Accepted Answer

A) Closed-ended 
B) Dichotomous 
C) Probe 
D) Multiple-choice 
E) Screener 
A) Closed-ended 
B) Dichotomous 
C) Probe 
D) Multiple-choice 
E) Screener C

Question 2

Suppose that there is a shopping mall interview situation in which the interviewer wants to find respondents who have been snow skiing in the past year so that she can ask them questions about what type of equipment they prefer.She approaches a shopper,and after introducing herself and explaining the purpose of the study,she asks: "Have you been snow skiing in the past year?" What type of question is this?

Accepted Answer

A) Multiple-choice 
B) Screener 
C) Leading 
D) Open-ended 
E) Probe 
A) Multiple-choice 
B) Screener 
C) Leading 
D) Open-ended 
E) Probe B

Question 3

In a personal interview situation,when the interviewer is not sure what the interviewee meant when answering a question and then says to the interviewee: "Tell me more about what you mean by that." What type of question is the latter question?

Accepted Answer

A) Multiple-choice 
B) Closed-ended 
C) Open-ended 
D) Dichotomous 
E) Probe 
A) Multiple-choice 
B) Closed-ended 
C) Open-ended 
D) Dichotomous 
E) Probe E

Question 4

What type of question is the following: "Why did you decide to attend Webster University?"

Accepted Answer

A) Probe 
B) Dichotomous 
C) Closed-ended 
D) Open-ended 
E) Multiple-choice 
A) Probe 
B) Dichotomous 
C) Closed-ended 
D) Open-ended 
E) Multiple-choice

Question 5

What is the flaw in the following question:
What was your total annual income last year from all sources?
Above $60,000
$50,000 - $60,000
$40,000 - $50,000
$30,000 - $40,000
Below $30,000

Accepted Answer

A) The highest income figures are incomplete. 
B) The choices are not mutually exclusive. 
C) The question violates the respondent's right to privacy. 
D) It is unethical to ask this question. 
E) The lowest income figures are incomplete. 
A) The highest income figures are incomplete. 
B) The choices are not mutually exclusive. 
C) The question violates the respondent's right to privacy. 
D) It is unethical to ask this question. 
E) The lowest income figures are incomplete.

Question 6

What type of question is the following: "Do you agree or disagree that the Mayor of St.Louis is doing a good job as Mayor?"

Accepted Answer

A) Open-ended 
B) Probe 
C) Screener 
D) Dichotomous 
E) Prompter 
A) Open-ended 
B) Probe 
C) Screener 
D) Dichotomous 
E) Prompter

Question 7

A survey question to which the respondent replies using her own words is what type of question?

Accepted Answer

A) Probe 
B) Dichotomous 
C) Closed-ended 
D) Open-ended 
E) Multiple-choice 
A) Probe 
B) Dichotomous 
C) Closed-ended 
D) Open-ended 
E) Multiple-choice

Question 8

What is the first step in the design of a questionnaire?

Accepted Answer

A) Evaluate the questionnaire 
B) Determine the survey objectives,resources,and constraints 
C) Obtain approval of the questionnaire by all relevant parties 
D) Determine the data collection method 
E) Determine the question response format 
A) Evaluate the questionnaire 
B) Determine the survey objectives,resources,and constraints 
C) Obtain approval of the questionnaire by all relevant parties 
D) Determine the data collection method 
E) Determine the question response format

Question 9

Screening questions are used to estimate the budget cost for a survey study.

Accepted Answer

A) True 
 B)False

Question 10

In a personal interview situation,when an interviewer asks the interviewee: "How did the pizza you ate yesterday taste?",and the respondent says: "It tasted pretty good," and then the interviewer asks: "What do you mean by 'pretty good'"? What type of question does the latter question represent?

Accepted Answer

A) Closed-ended 
B) Probe 
C) Multiple-choice 
D) Open-ended 
E) Dichotomous 
A) Closed-ended 
B) Probe 
C) Multiple-choice 
D) Open-ended 
E) Dichotomous

Question 11

What type of question is the following: "Who was your favorite character in the movie you saw yesterday?"

Accepted Answer

A) Probe 
B) Dichotomous 
C) Closed-ended 
D) Open-ended 
E) Multiple-choice 
A) Probe 
B) Dichotomous 
C) Closed-ended 
D) Open-ended 
E) Multiple-choice

Question 12

When an interviewer in a personal interview situation shows a 3" x 5" card to the interviewee with six categories of age groups listed on the card,and asks the interviewee: "Please tell me which of these age categories applies to you," what type of question is this?

Accepted Answer

A) Multiple-choice 
B) Probe 
C) Open-ended 
D) Screener 
E) Dichotomous 
A) Multiple-choice 
B) Probe 
C) Open-ended 
D) Screener 
E) Dichotomous

Question 13

Most mall intercept studies are conducted by field service companies.

Accepted Answer

A) True 
 B)False

Question 14

What type of question is the following: "Have you purchased a high-quality RCA television set in the past year?"

Accepted Answer

A) This is a loaded question. 
B) This is a double-barreled question. 
C) This is an ambiguous question. 
D) This is a leading question. 
E) This is an unfair question. 
A) This is a loaded question. 
B) This is a double-barreled question. 
C) This is an ambiguous question. 
D) This is a leading question. 
E) This is an unfair question.

Question 15

A survey study should always include a pretest of the survey questions.

Accepted Answer

A) True 
 B)False

Question 16

What type of question is the following: "Should Macy's department store continue its excellent return policy for its customers?"

Accepted Answer

A) This is a loaded question. 
B) This is a double-barreled question. 
C) This is an ambiguous question. 
D) This is a leading question. 
E) This is an unfair question. 
A) This is a loaded question. 
B) This is a double-barreled question. 
C) This is an ambiguous question. 
D) This is a leading question. 
E) This is an unfair question.

Question 17

Suppose that a personal interviewer asks a respondent during a taste test of a new cake product: "How did you like the taste and smoothness of the cake?" What is the flaw in this question?

Accepted Answer

A) This is a leading question. 
B) This is a loaded question. 
C) This is a double-barreled question. 
D) This is an unfair question. 
E) This is a biased question. 
A) This is a leading question. 
B) This is a loaded question. 
C) This is a double-barreled question. 
D) This is an unfair question. 
E) This is a biased question.

Question 18

The primary purpose of a survey is to provide information to a marketing manager to help that manager to make a decision.

Accepted Answer

A) True 
 B)False

Question 19

In survey research,the basic determinants of the estimated cost of the project are the questionnaire and the incidence rate.

Accepted Answer

A) True 
 B)False

Question 20

A set of questions intended to generate data necessary to achieve the objectives of a research project is called a(n):

Accepted Answer

A) probe. 
B) discussion guide. 
C) panel survey. 
D) questionnaire. 
E) personal interview. 
A) probe. 
B) discussion guide. 
C) panel survey. 
D) questionnaire. 
E) personal interview.

Exam 12: Questionnaire Design

In a personal interview situation,when the interviewer says: "Tell me more about that," what type of comment is this?

In a personal interview situation,when the interviewer is not sure what the interviewee meant when answering a question and then says to the interviewee: "Tell me more about what you mean by that." What type of question is the latter question?

What type of question is the following: "Why did you decide to attend Webster University?"

What is the flaw in the following question: What was your total annual income last year from all sources? Above $60,000 $50,000 - $60,000 $40,000 - $50,000 $30,000 - $40,000 Below $30,000

What type of question is the following: "Do you agree or disagree that the Mayor of St.Louis is doing a good job as Mayor?"

A survey question to which the respondent replies using her own words is what type of question?

What is the first step in the design of a questionnaire?

Screening questions are used to estimate the budget cost for a survey study.

In a personal interview situation,when an interviewer asks the interviewee: "How did the pizza you ate yesterday taste?",and the respondent says: "It tasted pretty good," and then the interviewer asks: "What do you mean by 'pretty good'"? What type of question does the latter question represent?

What type of question is the following: "Who was your favorite character in the movie you saw yesterday?"

When an interviewer in a personal interview situation shows a 3" x 5" card to the interviewee with six categories of age groups listed on the card,and asks the interviewee: "Please tell me which of these age categories applies to you," what type of question is this?

Most mall intercept studies are conducted by field service companies.

What type of question is the following: "Have you purchased a high-quality RCA television set in the past year?"

A survey study should always include a pretest of the survey questions.

What type of question is the following: "Should Macy's department store continue its excellent return policy for its customers?"

Suppose that a personal interviewer asks a respondent during a taste test of a new cake product: "How did you like the taste and smoothness of the cake?" What is the flaw in this question?

The primary purpose of a survey is to provide information to a marketing manager to help that manager to make a decision.

In survey research,the basic determinants of the estimated cost of the project are the questionnaire and the incidence rate.

A set of questions intended to generate data necessary to achieve the objectives of a research project is called a(n):

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

Filters